The creation of the identity for fX began with the channel name and logo, which is a reflection of the channel's programming and personality.
In concept, the logo has been designed to refer to the parent company, Fox Broadcasting, without using the more common, network, three-initial, name form. In execution, the lower-case 'f' is informal and inviting, like the channel itself; the capital 'X' is an abstraction of the klieg lights found in the original 20th Century-Fox logo; and the box shape represents a television set, both in proportion and in dimensionality.
The fX program mix of live, original shows, hosted by real people, along with the most popular television favorites of the recent past, seemed to point us toward a bright and varied color palette, and a friendly typeface that would work well in black or white.
The backgrounds gave us another opportunity to reinforce the fX feel of real-life environments. Shot on film in all kinds of natural settings - from cities to forests to beaches - they became a strong element in the overall look.
This real-life feeling is prevalent in all aspects of the network's environment - from station ID's to Program Menus to print applications - and the network identity has been designed in such a way as to make it easy for any fX designer or producer to use the same basic elements in a consistent way.